Directors
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Brand.Say what you are. Then look like it.
Positioning, naming and identity, built to be used by people who are not designers, on a Tuesday, in a hurry.
What it is
Most brand problems are not design problems. They are decisions nobody made: who it is for, what it will not do, why anyone should care. We make those first, in plain language, then draw the identity that carries them.
What you get is a system, not a logo on a mood board. Marks, type, colour, tone and the rules that hold them together, tested on the real things your people have to make.
In the
folder.
What usually comes out of a brand job. Yours may need three of these, or all of them.
01positioning.docWho it is for and what it stands for, on two pages.
02naming.txtNames you can say out loud and still like in ten years.
03identity_system.aiLogo, type, colour and pattern, and how they fit together.
04tone_of_voice.docHow the brand talks, with examples.
05guidelines.pdfThe rules, short enough to be read.
Goes well
with.
Most jobs touch more than one folder. These two sit closest to this one.